Why Brand Personality Matters

Brand Personality SocksEvery brand, whether big or small, has the opportunity to create a brand personality. A companies personality is much different from the personality of the CEO or people who work for the company. It is a tone of character and values that allows consumers to connect more strongly with the brand. 

Establishing and maintaining a brand personality can deliver many significant benefits. Here are a few of the main reasons why every company should put thought and effort into developing and maintaining its unique brand personality. 

It Helps to Form Emotional Attachments In Consumers
When it comes to shopping for any product, the deciding factor, for most people, is emotions – whether they know it or not. Many people might think that the qualities and reviews of the product would be the most important aspect of the purchasing process. However, studies have shown that as much as 95% of all purchasing decisions are decided through subconscious aspects. That means there are feelings that even the consumer themselves are not aware of that have an overwhelming influence on which products they buy and which ones they do not. 

A big part of helping to form emotional attachments is injecting specific values and beliefs into the brand personality. Since a human personality requires certain morals and beliefs to flush it out fully, a brand personality requires the same thing. However, it is not quite the same thing. Companies, especially large ones, are often seen as being more of an idea than an actual person. Therefore, they must be careful about how they express their opinions on sensitive topics. Thus, the values that a brand has are usually much more general, such as valuing family, low prices, and excellent customer service. 

Repeatedly reinforcing these values establishes the brand’s personality. These values will have a massive impact on how consumers view the company. After all, 64% of all consumers form relationships with specific brands due to having shared values with one another. Once this emotional attachment is created, it becomes much easier for a business to connect with its customer base. 

It Allows Brands to Stand Out In a Crowd
One of the biggest challenges facing businesses today is trying to stand out from their competitors. With so many companies emerging in recent years that offer similar lines of products and services, it can be challenging to devise ways of distinguishing themselves from one another.

For example, one shoe company could develop a brand personality centered around being casual and carefree, which may appeal to younger consumers. A similar shoe company may develop a personality of elegant fashion, which will appeal to a completely different set of consumers. Contrasting approaches, such as these, results in far less direct competition and can help each company find success much easier. 

Contrasting personalities become extremely important when there’s a vast number of companies promoting similar types of products or services. When this happens, the businesses that set themselves apart with their personality will help themselves stand out.

Standing out with personality will help consumers take notice of the brand and be aware of it, and ultimately help create sales with their products. In today’s world of consumerism, name recognition is truly half the battle, with 89% of marketers reporting brand awareness as their biggest goal.

It Allows Brands to Portray Their Marketing Message Easily
Every company should have a specific message that they are Paper Cutoutscontinually portraying to their consumers. These messages usually consist of the unique benefits of their products or the type of consumer that they want using their products. For example, Crayola has a consistent message that their products are meant to fulfill childhood wonderment and that they value family togetherness over everything else. 

Having this consistent marketing message is important since it takes five to seven impressions before a consumer develops any brand awareness. By having a consistent brand personality and a unique marketing message, you can more easily connect with new consumers. Constant repetition and exposure with both marketing materials, as well as the general brand personality, will be twice as effective at making people aware of a brand’s existence and values. 

How to Pick the Perfect Brand Personality
There are many different types of personalities that brands can adopt. Which one they choose depends entirely on their leadership. However, this mustn’t be a decision that is made lightly since a brand personality is incredibly hard to change once it has been established. 

One of the most significant determinants that should affect the type of personality that a brand goes for is the type of product that they are offering. For example, a company that sells high-end and expensive jewelry should probably not have a casual and laid back personality. There are roughly five personality categories that brands tend to fall in.

The first one is a personality of kindness and trustworthiness. By having this type of brand personality, a company can portray an aura of sincerity, which is something that many people find appealing. Moreover, 94% of all consumers are more likely to develop a close relationship with a brand if they feel they are transparent and honest.

The next category of brand personality is one of excitement that involves feelings of youthfulness and being carefree. The third type is more of a rugged character, which commonly reflects athletic and outdoorsy traits. Some brands can also choose to have a confident personality, which promotes a feeling of success, leadership, and being influential. The final type of brand personality is one of sophistication and desirability. Brands achieve this by involving elegance, exclusivity, and high prices into their personality. 

A big part of developing and promoting a brand personality comes from the types of advertising that a company creates. To get help building the best advertisements for your business, contact Glint Advertising today at agency@glintadv.com or call 817-616-0320. 

Not a Coffee Fetching Copy Maker

Glint Intern Isaiah Bays

College cannot replace real-world experience. Don’t get me wrong, I wouldn’t be where I am today without my college classes and training. However, even my professors know school can’t genuinely prepare students for working in the industry, so they actively encourage students to seek out internships. They know getting the first-hand experience in the industry will teach students things that cannot be taught in a classroom. All of my professors who are working or have worked in the industry share their stories and experiences. However, getting second-hand experiences will never compare to actually working in the field. Getting to be a part of a business and seeing processes in action quickly synthesizes all of those college lessons and catapults your understanding to another level. There are many things I am lucky to be taking away from my internship at Glint Advertising that a classroom couldn’t have provided. Here’s how they made it happen.

Unlimited Access to Knowledge
I was able to ask every question that came to mind; nothing was off-limits. We all know it’s important to ask questions, and that’s not what this is about. This is more about picking the brains of people working in the industry and working alongside them while doing it. This makes it so much easier to put the puzzle pieces together because there’s much less explaining to do. It’s also easier to know what questions to ask when you are in the midst of a project with someone. You might think, “Yeah, I could just ask my professor the same question.” But, how would you know to ask the question without the experience prompting you to seek out the answers?

Exposure to Creative Expertise
I got to build upon my creative process. As a graphic designer, the single most important thing is being creative. I always hear student designers ask the question, “What’s your creative process?” The person answering the question tries their best to explain. But, because they’re only using their words, it’s never entirely clear. There isn’t a class called “Creative Processes.” Thus, students are pretty much left on their own to figure out if they have what it takes to be a designer. At Glint, I learned to make it in this industry, I need to work much faster. While in the classroom, you may have a month, and many tries to perfect a logo. In the real-world, you may only have a few days. Craig taught me his creative process. And instead of telling me, he took his time and showed me. His mentorship has made a lasting impact on my creative process that will be with me forever. Getting that first-hand experience is truly something special; something that couldn’t have been found in a classroom.

Character Critiques
I got critiques on my character that I can use to make myself better. The focus of formal education is mainly on hard skills, so a character critique is rarely something you see in a classroom. You might occasionally see someone getting called out in college because they are overly talkative, or the opposite; not engaged and contributing. But, that’s not exactly building character. Hearing about things you need to improve on as it relates to a business environment, rather than a classroom, gives invaluable insight that will help me in my career. Employees have a short window of time to address issues at a real job before they could be let go. Having the grace to make mistakes, then getting critiques to make corrections during an internship can improve your professionalism. This will ultimately make you more hirable for an actual job.

Connected with the Team
The Glint team truly understands what interns need on an individual level. They take the time to work with each intern on their projects and personal growth. Interns are there to learn and work, and Glint provides a good mix of give and take. There’s no busy work. They really make interns part of the team and challenge you with real projects to complete. It’s a wonderful chance for you to grow your career beyond the classroom, and I’m honored to have had this experience interning for Glint.

Looking for an internship? Give us a call at 817-616-0320 or drop us a note at agency@glintadv.com and learn what it takes.

Mesquite Convention and Visitors Bureau earns five state awards.

Mesquite, TX – September 4, 2019 – The Mesquite Convention and Visitors Bureau (CVB) received five awards at the recent Texas Association of Convention and Visitors Bureau’s (TACVB) Annual Conference for excellence in destination marketing.

 

The Mesquite CVB received the People’s Choice Awards, selected by tourism industry peers, for its budget size in the categories of Advertising, Website, Mobile Site, and Video. “We had a record 116 entries this year,” said Kim Phillips, TACVB Chief Operating Officer. “The winners faced stiff competition, and these awards are well-deserved.”  

 

Glint Advertising created a new logo identifier and brand vision for the Mesquite CVB in late 2018. After the brand strategy was approved, the agency played an integral role in ensuring it was represented correctly across all new marketing assets. Also, Glint created an advertising campaign that targeted different audience segments within multiple media outlets that resulted in a second-place award for budgets under $350,000.

 

“Rolling out any brand slowly over time has its challenges. But not doing so would have hurt the Mesquite CVB tourism and revenues goals for the year, and that was not something we were going to get wrong,” said Craig Lloyd, Glint President/CEO. “We are honored the Mesquite CVB trusted us to help create and push their new brand forward.”

 

About the Mesquite CVB: The Mesquite CVB will continue to balance its award-winning marketing efforts with strong sales partnerships with local hotel properties as well as collaborative programs with restaurants, retail, and area attractions. Digital outreach and printed materials will contribute to a blend of promotional campaigns to sustain Mesquite’s relevancy as a destination of choice for conferences and day travelers. For more information, go to www.visitmesquitetx.com

 

About Glint Advertising: Founded in 2000 and located in the heart of the DFW Metroplex, Glint specializes in branding and integrated marketing campaigns. With a focus on strategy and collaboration, Glint provides its clients with branding, advertising, and marketing solutions that are tracked and measured, and brand-focused for superior ROI. For more information, visit www.glintadv.com

 

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Intern Insights, Jamie Mendoza

Jamie Mendoza Red Telephone BoothAs a college student, it is imperative to have internships under your belt before applying for a job. I’ve heard the horror stories. The ones that depict the intern as just a cog in a machine, going on coffee runs and doing miscellaneous tasks like filing papers. So when Glint Advertising called and offered me an internship, I had no idea what I was in for. I did know I wanted to learn everything I possibly could during my time there, which I did. What I didn’t expect was to learn who I am as a person and how I would fit into this industry.

The Glint team is brilliant in the way that they take every challenge as an opportunity, and are just as eager to learn as their interns. The passion they put into their clients’ work is the same they demonstrate towards teaching. My experience in this industry was microscopic, and they took that in stride. I quickly found what you learn in a classroom that barely scratches the surface of what it’s actually like at an agency. Here are some important tips I’ve learned about how to navigate the business world.

An hour of creativity can go a long way for a client but is only a minor piece of the puzzle.
Going above and beyond is what puts you ahead, but there are so many factors you must take into consideration if you want to be successful.

Have a reason to show up to work every day.
Everyone’s reason will vary, but passion is contagious and can make a significant difference for your job and your clients.

Always be confident in your ideas and what you’re presenting.
Confident people own the choices they make and accept the outcomes that come with them. Removing self-doubt will not only ensure your own trust but will allow your clients to believe in you as well.

Don’t be afraid of talking about money.
As awkward as the topic may be, it’s the universal component that makes the world go round for all parties. Getting that conversation going during the initial meeting will save you many difficult conversations later on.

Always ask questions, even if you’re scared of the answer.
Learning something new about yourself or your work, even if that something is negative, means you have the will to correct it. So ask all those hard questions, because a good leader is never scared of an opportunity to learn.

Be thankful.
This industry is very competitive, so being hired as an intern or an employee is an incredible opportunity. Be grateful for every challenge, triumph, defeat, and victory, because someone believed in you enough to give you this chance. Don’t let it go to waste.

Along with these tips, I’ve also learned a great deal about myself and what I can accomplish. I now appreciate constructive criticism and can learn from my mistakes. I can consult and take suggestions from my coworkers, but also make confident decisions based on my own knowledge of the topic. I learned you must sometimes fail to succeed, and that’s okay. On top of it all, I created strong professional relationships with the Glint team and will continue to seek their guidance for as long as I can.

My summer with Glint has allowed me to grow personally and gain new knowledge of the advertising industry. Although I already had passion for this career, this internship cultivated a new perspective for me and the things I can achieve as a business professional. Like a sixth-grader on the playground, Glint opened my eyes toward opportunities that I could capitalize on. I’ll spare you the comparison of the monkey bars to social media strategy, as they are both as fun as they are challenging. Even though I’m sad my time as a Glint intern is coming to an end, I’m eager to see where my career will take me.

Looking for an internship? Give us a call at 817-616-0320 or drop us a note at agency@glintadv.com and learn what it takes.

The Real Cost of “Low-Cost” Marketing

Low-Cost Marketing HeaderSome entrepreneurs believe that low-cost marketing efforts are enough to lead a company to their goals. While this might be possible for a very small percentage of all companies out there, it is far more likely that low-cost marketing will have the business falling short. This article helps explain why companies should be investing more time and money into their marketing efforts to avoid the hidden cost of low-cost marketing.

What Is Low-Cost Marketing?
Low-cost marketing is a relatively simple term that is defined by any form of marketing efforts that come at a relatively low cost. Some of the more common examples of low-cost marketing include social media advertisements, free product samples, website forums, and more. Many of these tactics are extremely valuable, but not when used in the setting of low-cost marketing.

Lack of Marketing Planning
Many different problems are associated with low-cost marketing. One of the biggest is that inexpensive marketing tends to lack any long-term vision. Since developing an in-depth marketing plan involves spending many hours and more than a thousand dollars on ideas and developments, most companies tend to avoid it when they are looking for low-cost marketing options.

Therefore, using these low-cost marketing tactics means companies are generally operating on a tactic basis rather than following a strategic plan. It is essentially bringing a “flying by the seat of your pants” attitude to running a business, which is never a good idea. After all, failing to plan your business ventures essentially equates to planning to fail.

Inability to Be Consistent
If you are going to be one thing, then it is best to be consistent. Consistency is especially true when it comes to operating a business. When customers and clients look at any part of a business’s operation, whether it is their website, social media pages, public advertisements or some other form of publicity, then they expect to see a certain standard of material. This type and standard will vary greatly depending on the specifics of the company. However, the company must be able to stick to their carefully crafted image no matter what they are doing.

The more people who are involved in the marketing efforts, the harder this is to do. This is because different individuals can have opposing opinions on how to best communicate strategies or ideas. If they are not working in unison and following a well-developed marketing plan, then it can be easy for approaches to become mixed up.

Inconsistent approaches often result in a random jumble of different voices being produced by the company. Not only will this come off as looking unprofessional and generally annoying, but it will also have real-world consequences by reducing the number of possible sales a company could get.

Less Progress Over More Time
When it comes to operating a business, an emphasis on long-term growth is essential. Since the majority of businesses fail within the first five years of operation, companies must be aware of where every single dollar is being spent so their operations can be sustainable over the long term.

Many companies make the mistake of thinking the answer is using low-cost marketing that will end up saving them money on their marketing efforts. However, what they fail to understand is that low-cost marketing has a very narrow window in which it is useful. If a company is hoping to be in operation for longer than a few months, then they are going to need something much more developed and hefty than anything low-cost marketing can offer.

Since low-cost marketing is spending significantly less money on a company’s marketing efforts, it is inherently going to produce fewer results. Fewer results are not typically something any company is looking for, especially one that is just getting started or is only a couple of years old looking for significant growth within their customer base.

The basic strategies of low-cost marketing mean it will result in a slow burn in how it improves a business’ customer base. If a company is only spending $1,000 every couple of months on simple tasks like Facebook marketing and is only seeing marginal results from it, then they are not going to get an outstanding ROI.

Solutions to Low-Cost Marketing
There is a reason why so many people say that you need to spend money to make money. In the world of business, this could not be more true, especially when it comes to marketing efforts. After all, if the company is not able to get their name out into the public and make customers know they even exist, then no one is going to be aware of their products or services, let alone purchase them. So if a company is going to cut corners anywhere, marketing is the last area in which they should do so.

Taking the time to develop a comprehensive marketing plan is crucial for the long-term development of any company. Marketing Plan CoverThese marketing plans often have sections dedicated to setting milestones for the 6-month mark, 1-year mark, 5-year mark, and 10-year mark, with occasional milestones thrown in between those points. A marketing plan might not seem like an important part of the process, but it is vital to help ensure a company stays on track.

When marketing efforts are attempted without any vision of a common goal, then it is far too easy for the messages and efforts of the marketing to become lost and far less useful. Having one person or one team handle the vast majority of marketing efforts for a company can help to ensure all of the content stays on brand and delivers the best results possible.

Spending more money upfront on marketing efforts will also ensure faster results for the company. Instead of having to wait six months or even a year to see any significant rise in a company’s customer base, they could see their numbers more than double in only three to four months of work by spending $7,000 to $10,000 a month.

To get a team of professionals to help you fulfill the best marketing strategy possible, contact our team at Glint Advertising today. We deliver the content that you need to get the results that you want.